Attitudes Towards the RSPCA_s Assured Scheme (Animal Think Tank)

This report contains a "Key findings" section that serves as an executive summary. Here it is reproduced exactly as requested.

Key findings

• 68% of people know of the RSPCA Assured scheme.
• 89% of people care strongly about the welfare of farmed animals.
• For 74% of people, concern about the welfare of farmed animals strongly influences what products they buy.
• 'Trust in the RSPCA to be transparent about how farmed animals are treated' erodes by a third after participants watch this video.
• After watching investigation footage, 50% believe the RSPCA's continued endorsement of the Assured scheme contradicts its mission to prevent cruelty to animals.
• After watching investigation footage, almost a third (29%) believe the RSPCA Assured label should be dropped.
• 36% of people believe there is no truly kind way of farming animals.
• 30% of people believe we should stop farming animals altogether.
• 60% believe the best certification schemes can't ensure animal welfare.
• 35% of people believe the RSPCA should support a transition away from farming animals.
• 36% of people believe the RSPCA should support a transition to a plant-based future.
• 75% believe the RSPCA should protect the lives of farmed animals as much as it does dogs and cats.
• 80% of people believe welfare-washing is a serious issue (rising to 89% after watching investigation footage).
• 49% of people are considering reducing meat in their diet.
• 22% are considering eliminating meat completely from their diet.
• There's a 6% increase of people wanting to eliminate meat completely from their diet after watching the video.
• A plot of how much participants changed their attitude after watching the video, split by question, can be found on page 8.